social media day (healthcare edition)
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May 24, 2014
Healthcare
DIGITAL MARKETING WORKSHOP
(Saturday) | Solitaire, Crowne Plaza, Rohini
ABOUT BUZZOOKA
ü Pioneers in Social Media Education
ü The Only Company in India Where Client Servicing Co-Exist with Training
ü Winners of ‘Business & Service Excellence Award’ & Nominated in ‘Pearson Global
Awards’
ü Accredited by Google & Facebook as Premier Agency
ü Have Delivered more than 2000 hours of Social Media Training across India
SCHEDULE Wave 1: Introduction to social media (Understanding the medium | How to prepare the Game
plan)
Wave 2: The mighty Facebook (How to prepare a strategy | How to execute it)
Wave 3: Twitter: The 140 character Magic (How to use twitter to get the buzz right)
Wave 4: LinkedIn
Wave 5: Google: The Mother of All Digital Marketing Channels
Wave 6: YOUTUBE- Google’s Blue eyed boy | Google (Videos & Beyond)
Wave 7: E-mail Marketing (Turn your data into potential Customers)
Wave 8: Mobile marketing (Digital marketing 3..0 | The next big thing)
Wave 9: Conclusion (Activity Winner Announcement | Feedback | Certificate Distribution)
SOCIAL MEDIA
You still think it’s a FAD ?
WEB 1.0: HOW IT USED TO BE
WEB 1.0: HOW IT FUNCTIONED
Publishers Publishers Publishers Publishers
Websites – Organized Content
Users Users Users Users
WEB 2.0: IT’S SLIGHTLY DIFFERENT
WEB 2.0: HOW IT FUNCTIONS
Publishers Publishers Publishers Publishers
Websites – Organized Content
Users Users Users Users
Social Media Platforms
Users Users Users
Users Users Users
Websites – User Generated Pages & Content
Social Tools
Viral Effect
SOCIAL MEDIA IN INDIA
93,000,000 USERS
(93 Million)
33,000,000 USERS
(33 Million)
22,000,000 USERS
(22 Million)
7,000,000 USERS
(7 Million)
CONVENTIONAL VS DIGITAL
Digital media has outscored every other
marketing medium in terms of ROI
WHAT MAKES IT DIFFERENT
ü User Oriented
ü Dialogue not monologue
ü Measurability
ü Hostility
ü Always alive
THE HOSTILE SIDE
Healthcare and Social media- Statistics
INDUSTRY RELATED STATISTICS
81%
of Healthcare brands are expecting to increase their investment in social media over next 3 months
Mentions of Healthcare related keywords happen every Day
INDUSTRY RELATED STATISTICS
22,000,000
of the participants discussed Health even during Elections through Twitter
INDUSTRY RELATED STATISTICS
45%
465 m Selfies triggered with Healthcare related Hashtags so far
INDUSTRY RELATED STATISTICS
91%
of global Internet users research products on Healthcare online
INDUSTRY RELATED STATISTICS
HOW PEOPLE ARE SHARING CONTENT
MAX HEALTHCARE Social Media Presence:
Ø 1,30,194 fans on Facebook
Ø 2,300 followers with 2,300 tweets on Twitter
Ø 100 video uploads on Youtube
Ø 190 pins and 10 boards on Pinterest
MAX HEALTHCARE Customer Engagement Strategies:
Ø Pink Connect – A Breast cancer initiative
Ø Enlighten – An interactive forum for obesity and bariatric
treatment
Ø Bundle of joy – An interactive forum about parenting
Social Media Presence :
Ø 20,08,996 fans on Facebook.
Ø 27,900 followers with 19,000 tweets on Twitter
Ø More than150 video uploads on Youtube, which includes
àFirstAid
àPatient Testimonials
àChairman Speak
àApollo Hospitals Initiatives
APOLLO HOSPITALS
Customer engagement strategies:
Ø Facebook contests with chances to win vouchers and exiting
merchandise
Ø The Health Quiz (launched on 31st August 2012)
Ø Celebrating 5 lakh fans campaign on Facebook
APOLLO HOSPITALS
FORTIS HEALTHCARE Social Media Presence:
Ø 1,43,000 fans on Facebook
Ø 3,930 followers with 3,903 tweets on Twitter
Ø More than 250 video uploads on Youtube
FORTIS HEALTHCARE Customer Engagement Strategies:
Ø Facebook application to fix an appointment with a doctor anywhere in India
Ø Daily medical tips
Ø Fortis Balloon Pop challenge on its Facebook page
Ø Posts of cartoons depicting human body facts in Twitter
THE MIGHTY FACEBOOK
FACEBOOK MARKETING ESSENTIALS
FB MARKETING TIPS & TRICKS
Step 1: Listen
Top 7 (seven) tips and tricks
FB MARKETING TIPS & TRICKS
STEP 2: DEFINE GOALS
Top 7 (seven) tips and tricks
FB MARKETING TIPS & TRICKS
Step 3: Target your audience
Top 7 (seven) tips and tricks
FB MARKETING TIPS & TRICKS
Step 4: Know Your Tools
Top 7 (seven) tips and tricks
FB MARKETING TIPS & TRICKS
Step 5: Choose your Tonality
Top 7 (seven) tips and tricks
FB MARKETING TIPS & TRICKS
Step 6: Identify Key Influences
Top 7 (seven) tips and tricks
FB MARKETING TIPS & TRICKS
Step 7: Monitor your stats & Keep updating the strategy
Top 7 (seven) tips and tricks
HEALTH & FACEBOOK Health Quiz: Launched on 31st August 2012. Objective: To bolster the health awareness of users and to engage them with Apollo
HEART & FACEBOOK
Marathon on World Heart Day: The campaign was initiated on ‘World Heart Day’ Objective To increase awareness towards the prevention of heart diseases and awareness of its contributing risk factors A part of Apollo’s ‘Billion Hearts Beating’ National campaign Results : More than 3,000 likes on the Facebook page in just 2 weeks 400 Online Registrations via Facebook
THE BOUNCE BACK STORY Max India “Meri Bounce Back Story” Objective: To increase brand awareness, connect with the audience and create engagement “Write-a-story” contest on Facebook Allows user to share their success stories in like and the best story chosen by users will be the winner. Daily prizes like Ipod shuffle, designer bags, guitar A grand prize of a weekend spa getaway tickets for two at Ananda Spa in the Himalayas Results: Increased brand awareness and customer engagement.
TWITTER - THE NEXT BIG THING
MYTHBUSTING 1. Is Twitter even important to my business?
MYTHBUSTING 2. Is my ideal customer even on Twitter?
MYTHBUSTING 3. Can you actually sell yourself on Twitter?
MYTHBUSTING 4. How do I get more followers?
MYTHBUSTING 5. How do I find TARGETED people to follow?
MYTHBUSTING 6. How often should I tweet?
MYTHBUSTING 7. Should I connect my Facebook and Twitter account?
MYTHBUSTING 8. Who should I follow back?
MYTHBUSTING 9. How do I get more retweets?
HEALTH IN 140 CHARACTERS
Customer Engagement in Twitter:
LinkedIn – You cannot miss this!
Google: It all started here!
SOCIAL MEDIA & YOU TUBE
CLEVELAND CLINIC https://www.youtube.com/watch?v=cDDWvj_q-o8 Strategy: Establish Emotional connect and increase Brand visibility Positioning: A brand which understands and cares for their patients. Children’s Hospital at Dartmouth-Hitchock https://www.youtube.com/watch?v=lnG3MKos87A Strategy: Establish a connect with Parents through Children Highlights: Trending motivational hit song of Katy perry with children and hospital staff performing to engage audience
SOCIAL MEDIA & YOU TUBE Vanderbilt Heart institute: https://www.youtube.com/watch?v=9onCgh5DyDM Strategy: Establish employee engagement and increase Brand visibility Highlights: A better employer-employee relationship, The visibility of the physicians got better in the outside world, and so the customer-hospital relationship
YouTube MARKETING TIPS & TRICKS #1: Create compelling videos.
YouTube MARKETING TIPS & TRICKS #2: Make your video findable.
YouTube MARKETING TIPS & TRICKS #3: Brand your YouTube channel.
YouTube MARKETING TIPS & TRICKS #4: Post a bulletin and alert your friends and subscribers.
YouTube MARKETING TIPS & TRICKS #5: Leverage other social media platforms.
THE FORMULA
EMAIL MARKETING
EMAIL MARKETING OBJECTIVES
ü Boost sales
ü Generate leads
ü Strengthen relationships
ü Increase website traffic
ü Build brand loyalty
ü Attractive Landing Page
ü Avoid long query forms- no one likes to type/share un-necessary information
ü Offer freebies & Downloadable to Induce subscription
ü Subscription list management for efficient and relevant mailing
ü Email Engine with unsubscribe functionality & other compliances
ü have a clear and concise privacy policy that details how you will treat your customers’ personal
contact information.
ü Respect Policies & Rules of Email Marketing
ESSENTIALS OF EMAIL MARKETING
ü Do a detailed competitor analysis
ü Carefully select ‘from’ & ‘Subject’ Line
ü Create a professionally designed edm
ü ‘Less is more’- keep your message brief & crisp
ü Personalize your email messages
ü Sound human- keep it casual
DRAFTING THE RIGHT EMAIL
ü Keep a tap on open rate and don’t spam them the same e-mailer again
ü Identify an interested customer by maximum open features and time one
spent looking at mail
ü Keep a close check on bounce rate
ü Capture the interest of your community.
ü Have a campaign graph handy for demographic comparison
MEASURE IT RIGHT
MOBILE MARKETING – Digital Marketing 3.0
ü 165 million users by 2015
ü Rs. 198 average monthly expenditure on internet.
ü 77% use internet for social networking
ü India is second biggest android user group in the world
FACTS ABOUT MOBILE INTERNET USERS
ü Mobile Website
ü Mobile apps
ü QR Code marketing
ü SMS Marketing
MOBILE MARKETING ESSENTIALS
JOURNEY SO FAR
CLOUD-STAFF
WHAT ARE WE EXPERT AT
S SOCIAL MEDIA SERVICES
WHAT ARE WE EXPERT AT
W WEB SERVICES
WHAT ARE WE EXPERT AT
A Online AD Buying
WHAT ARE WE EXPERT AT
M Mobile and wap
enabled services
WHAT ARE WE EXPERT AT
B Brand Management
COMPANIES WE HAVE SERVED
COMPANIES WE HAVE SERVED
COMPANIES WE HAVE SERVED
COMPANIES WE HAVE SERVED
COMPANIES WE HAVE SERVED
COMPANIES WE HAVE SERVED
COMPANIES WE HAVE SERVED
COMPANIES WE HAVE SERVED
COMPANIES WE HAVE SERVED
COMPANIES WE HAVE SERVED
Flagship Digital MEDIA WORKSHOP
FEED US BACK
Share your feedback at
www.buzzooka.in/workshop/feedback
THANK YOU
BUZZOOKA INFOMEDIA PRIVATE LIMITED #402 Jackson Crown Heights, Crowne Plaza, Sector-10Rohini Delhi-85
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